MEXX
AMSTERDAM FASHION BRAND
Mexx — Brand Transformation for Global Growth Client Mexx, Netherlands
Year
2004-2012
Background
Mexx is a global fashion brand that celebrates a modern, casual lifestyle—one that is fun, free-spirited, optimistic, and real. With over 1,100 stores and more than 3,000 employees in 55 countries, Mexx serves everyday people who prefer authenticity over perfection.
The Challenge
In 2004, Mexx was preparing for investor negotiations and needed a clear, updated brand identity that aligned with the evolving expectations of modern consumers. While their product had global reach, the brand lacked a strong, unified image and consumer connection.
Our Role
I was hired to lead the rebranding initiative from
the inside out. Starting with strategic positioning, I helped define a new brand direction that reflected the spirit of contemporary life. We transformed the visual identity and all customer-facing touchpoints, including:
Brand photography.
Logo and logotype.
Product labels and hangtags.
Packaging and shopping bags.
Stationery and corporate identity.
Retail and communication design.
The Result
The rebrand helped reposition Mexx as a forward thinking, relatable fashion brand. When I joined, the company was valued at €9 million. Eight years later, when I left, it had grown to €300 million, culminating in its acquisition by Liz Claiborne Inc. in 2011.
Impact
This project was a milestone in brand transformation, proving the power of design-led thinking in business growth.
It remains one of the most rewarding partnerships of my career.
Mexx — Brand Transformation for Global Growth Client Mexx, Netherlands
Year
2004-2012
Background
Mexx is a global fashion brand that celebrates a modern, casual lifestyle—one that is fun, free-spirited, optimistic, and real. With over 1,100 stores and more than 3,000 employees in 55 countries, Mexx serves everyday people who prefer authenticity over perfection.
The Challenge
In 2004, Mexx was preparing for investor negotiations and needed a clear, updated brand identity that aligned with the evolving expectations of modern consumers. While their product had global reach, the brand lacked a strong, unified image and consumer connection.
Our Role
I was hired to lead the rebranding initiative from
the inside out. Starting with strategic positioning, I helped define a new brand direction that reflected the spirit of contemporary life. We transformed the visual identity and all customer-facing touchpoints, including:
Brand photography.
Logo and logotype.
Product labels and hangtags.
Packaging and shopping bags.
Stationery and corporate identity.
Retail and communication design.
The Result
The rebrand helped reposition Mexx as a forward thinking, relatable fashion brand. When I joined, the company was valued at €9 million. Eight years later, when I left, it had grown to €300 million, culminating in its acquisition by Liz Claiborne Inc. in 2011.
Impact
This project was a milestone in brand transformation, proving the power of design-led thinking in business growth.
It remains one of the most rewarding partnerships of my career.
Marketing Communication
Collection campaign billboard
Mexx news / Internal quarterly newspaper
Retail collection sign
Magazine grid
Mexxsport campaign
Mexx collection brochure
Mexx collection brochure
